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What Clients Love
  1. What Clients Love (Допълнителна снимка 1)

What Clients Love

A Field Guide to Growing Your Business

Harry Beckwith

  1. Състояние
    Отлично
  2. Цена
    12,00 лв.
Поръчай
Налична в София - виртуален щанд "Витошки"
  1. Категория
    Мениджмънт и човешки ресурси
  2. Издателство
    Warner Books
  3. Град на издаване
    New York
  4. Година
    2003 г.
  5. Страници
    282
  6. Език
    Английски
  7. Наличност
    1 бр.
  8. Корици
    Твърди
  9. Тегло (гр.)
    354
  10. Ширина (мм)
    130
  11. Височина (мм)
    195
  12. Дебелина (мм)
    26
  13. ISBN
    9780446527552
  14. Ключови думи
    английски книги, бизнес
Ще платите само една доставка, ако поръчате още книги от същия виртуален щанд - "Витошки".
PRAISE FOR WHAT CLIENTS LOVE BY HARRY BECKWITH

"Harry Beckwith has written a brilliant book, taking client servicing to yet another level. Read it. If you don't get at least a dozen ideas to improve your marketing strategies, client relationships, and bottom line, you probably should change careers."
—DEENA KATZ, AUTHOR OF DEENA KATZ'S TOOLS AND TEMPLATES FOR YOUR PRACTICE

——:diamonds:——

"Don't lend this book to a friend... You're unlikely to get it back."
—SETH GODIN, AUTHOR OF SURVIVAL IS NOT ENOUGH: ZOOMING, EVOLUTION, AND THE FUTURE OF YOUR COMPANY

——:diamonds:——

"Harry Beckwith provides great insight into what customers experience and expect, together with a prescription as to what to do about it. In today's tough competitive environment, managers must understand the power of the customer pull."
—JAMES CHAMPY, AUTHOR OF X-ENGINEERING THE CORPORATION AND REENGINEERING THE CORPORATION

——:diamonds:——

"Harry Beckwith's checklist on questions to ask in building an exceptional business is worth the price alone."
—JACK TROUT, AUTHOR OF BIG BRANDS, BIG TROUBLE

——:diamonds:——

"Harry's advice truly has built our business, and you can get it for a fraction of his hourly fee by reading this terrific book."
—DICK KOVACEVICH, CEO, WELLS FARGO CORPORATIONS

*

Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. WHAT CLIENTS LOVE will help you stand out from the crowd—and sell anything to anyone.
From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to:

• Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd.

• Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exacdy soft. Selling well means finding the fine line between modesty and bragging, and driving the message home.

• Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutezl

• Dress Julia Roberts. Why one scene from Pretty Woman can enlighten you more than a full year of study at a top business school.

**

WHAT CLIENTS LOVE will help you get focused, stay focused, and follow the essential rules to success—by doing the little things right and the big things even better.

***

HARRY BECKWITH heads Beckwith Partners (beckwithpartners.com), a marketing and advertising firm that has advised twenty-nine Fortune 500 clients—including Microsoft, General Motors, and Target—and many venture-capitalized startups in branding and communications strategies. A Phi Beta Kappa graduate of Stanford and winner of the American Marketing Associations Effie, Beckwith also is an internationally acclaimed speaker and teacher on marketing and customer relationships.

****

Contents


Introduction:
A Lesson from the Road xv


DRAWING YOUR BLUEPRINTS

Your Possible Business 3
A Question That May Be Your Answer 4
Another Good Question 5
Why Plan? 5
The White Hot Center: Nike's Genius 6
Finding the White Hot Center 12
The Fourteen Principles of Planning 13
1. Forget the Future 14
2. Stop—Yes, Stop—Listening 15
3. Celebrate Foolishness 17
4. Resist Authority 17
5. View Experts Skeptically 18
6. Beware of "Science" 19
7. Mistrust Experience 20
8. Mistrust Confidence 21
9. Avoid Perfection 22
10. Beware of Common Sense 23
11. Embrace Impatience 24
12. Find the Water 25
13. Finding the Water: A Warning 26
14. Search for 100-X 27

The End of "Missions" 28
How George Didn't Do It 30
Fortune Favors the Bold 32
Laurel Cutler's and Ian Schrager's Insight 33
Ask Questions Like a Priest 34
The Classics of Business 35
What Osborn Drugs and Target Tell You 38
New Economy, Same People 41


FOUR BUILDING BLOCKS: ENORMOUS ORANGES AND CANARY YELLOW BUGS: CLEAR COMMUNICATIONS

Key Trend: Option and Information Overload 45

Your Prospects: Everybody's Talkin' at Them 50
The Rise of Images 51
Your Marketing's Placebo Effects 52
Snap Judgments Stick 53
The Humanist and the Statistician 54
The Clever French Orange 56
Lessons from Stanford's Stadiums 58
What Your Prospects Know 59
An Important Word on Word of Mouth 60
Your Shortcut to Incredible Luck 63
Getting Publicity: The Giant Hole 65
Publishing: Another Surprise Benefit 65
Four Rules for Getting Yourself Ink 66
Testimonials: A Startling Discovery 67
Quoting No One 70
What Is an Expert? 70
The Doctor from the Boondocks:
How to Seem Expert 74
Your Key to Clarity 77
How to Look Expert 78
How to Sound Expert 79
Mark Twain's Marketing Lesson 79
The Boy Who Cried Best 81
Why Superlatives Fail Colossally 82
The Dale Carnegie Corollaries: The Power
of You 83
Rudolf Flesch and the Canary Bug 85
Harpers, McPaper, and Tiger 86
A Lesson from Jefferson's Tomb 88
Shorter Sells 90
How to Read a Sentence 91
Your Final Step: The Frenchman-on-the-Street Test 92
Absolute Brilliance 93


THE VELVET SLEDGEHAMMER: A COMPELLING MESSAGE

Key Trend: The Decline of Trust 99

Cole's Wisdom 103
The Faster Way to Be Believed 104
A Wolverine and the Comfort Principle 105
What the Best Salespeople Sell 106
What Ordinary Salespeople Sell 107
How to Read a Short List 107
How to Read a Short List, Two 110
Wield a Velvet Sledgehammer 111
A Game of Give and Take 113
Why Hard Selling Has Gotten Harder 114
What Would Aesop and Jesus Do? 115
Lessons from Colorado: Find the Force 117
What Your Prospect's Nods Mean 118
Why Cold Calls Leave People Cold 119
Sell Like You Date 120
Why Goldman Sachs Cannot Cold Call 120
Remember Eddie Haskell 121
A Trick to Improve Your Presentations 122
L.A. Confidential and The Rule of Contact 123
Lincoln Had No Slides at Gettysburg 124
How to Boost Your Chances 126
Impressive Slide Shows Aren't 127
Remember: It's a Visual Aid 127
Packaging the Bold or Conservative Idea 128
Do Like the Romans 129
Keep Talking Happy Talk 130
Dion and the Rule of Three 131
Think Pterodactyls and Typhoons 133


BLUE MARTINIS AND OMAHA SURFING: A REASSURING BRAND

Key Trend: The Rise of Invisibles and Intangibles 137

Georges Always Beat Als 140
What's in a Name? 142
The Familiarity Principle 142
To Know You Is to Love You 144
What Fidelity and Vanguard Show You 145
Familiarity and the New 80/20 Rule 146
Understanding Your Brand: Gerber Unbaby
Food and Salty Lemonade 147
The Limits of Every Brand 150
A Thousand Words? 151
Understanding Symbols 153
Understanding Symbols: The 1965 Pirates 154
Lessons from Lowe's 155
Move Your Message Up 157
Kinko's Cleverness 158
Why Copy Shops Struggle 160
Sir Isaac Newton, Human Being 161
Omaha Surfing and Jefferson Airplane 162
Clients Love Odd Things 164
Blue Martini, Loudcloud, and Other Odd Ducks 165
How to Think Odd 166
Hit Your Prospects in the Nose, Too 168
A Powerful Tool for Branding 169
Finding Your Perfect Name: The Descriptive Name 170
The Perfect Name, Option Two: An Acronym 171
Option Three: The Neologism 171
Option Four: The Geographic Name 172
Option Five: The Personal Name 173
Primrose and Yahoo! The Evocative Name 175
A Checklist for Avoiding the Lake Tahoe Name 176
Harley, Ogilvy, and the Incredible Shrinking Names 179
Churchill Was Right: Your Package Is Your Service 180
Imagineering's Six Commandments 182
Clients Understand with Their Eyes 183
Boiled Critter at Tiffany's 184
What Your Space Says to Your Client 187
No Room at the Bottom 188
Laid-Back Heart Surgeons and Other Horrors 190
But It Helps Recruitment 190
Some Help from Hong Kong 191
Just Junk It 192


AMERICANS THE BEAUTIFUL AND PRETTY WOMAN: CARING SERVICE

Key Trend: The Wish to Connect 195

New Communities 196
Starbucks' Key Insight 198
What Your Clients Actually Buy 201
A Lesson from Hong Kong 203
An Insight from The Great Gatshy 205
Americans the Beautiful: Understanding
Positive Illusions 207
Watching Pretty Woman 209
Uncertainly and the Importance Principle 211
People Need People 212
Money Can't Buy You Loyalty 213
Efficient Tools Aren't 214
"Thank You, (Enter Client Name Here)" 216
The End of the Line 216
Kohl's Race to Clients' Hearts 218
How Priceline Almost Snapped 220
The Good Neighbors Drop By 221
The Mercer, the Morgan, and the Grand: The Power of Welcome 222
Your Fastest Way to Improve Client Satisfaction 224
Four Rules for Choosing Clients 225
The Gift That Isn't 225
Your Clients Were Always Right 226
Keeping a Client's Confidence 227
A Promise Written Is a Promise Kept 227
Your Three Key Moments: 3, 24, 5 229
Understanding Listening 230
Your Silence Is Golden 232
How to Listen 233
A Lesson from the Eastern Oregon Desert: How to Remember Names 234
The Rule of "Whole Plus One" 235
Ten Rules of Business Manners 237
Staff Like Spago 238
Ritz-Carlton's Shortcut to Satisfied Clients 239
How Judy Rankin Shot a 63 241


THE TRAITS CLIENTS LOVE

Humility and Generosity 245
Sacrifice 247
Openness 249
Integrity and What It Actually Means 250
What Clients Love Most 252


YOUR GREATEST ASSET

Why do Some People and Businesses Thrive 257

APPENDIX

Checklist: Questions to Ask in Building an Exceptional Business 261
A Reading List for Growing a Business 267
An Interview with Harry Beckwith 274

MY FAVORITE PART: ACKNOWLEDGMENTS 279

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